{"id":1183,"date":"2013-02-04T17:23:33","date_gmt":"2013-02-04T22:23:33","guid":{"rendered":"http:\/\/blog.carlrobitaille.org\/2013\/02\/04\/simulated-freshness-yummy\/"},"modified":"2018-11-05T13:23:48","modified_gmt":"2018-11-05T18:23:48","slug":"simulated-freshness-yummy","status":"publish","type":"post","link":"https:\/\/blog.carlrobitaille.org\/?p=1183","title":{"rendered":"Simulated freshness. Yummy!"},"content":{"rendered":"

Google+ reshared post<\/b><\/p>\n

\n

Our definition of industrial food is any food that has been modified to make it a better product, but not a better food.\u00a0<\/p>\n

BloombergBusinessweek recently wrote a nice piece about some of the known information about how the Simply Orange brand of orange juice is processed. (The company is owned by Coca Cola.)\u00a0<\/p>\n

Most consumers would think that the product is, well, simply orange juice. They grow oranges, squeeze them and put them in a bottle, right?\u00a0<\/p>\n

Well, that’s what they want you to think, and that desire to make consumers believe that foods are fresh, natural and basic is part of the industrial food approach.\u00a0<\/p>\n

According the BloombergBusinessweek investigation, Simply Orange juice involves "satellite imagery, complicated data algorithms" and "even a juice pipeline."\u00a0<\/p>\n

One of the most interesting aspects of how Simply Orange is produced is a secret algorithm called Black Book, which blends many different juices from many different orchards, regions and harvests to achieve a consistent flavor year round.\u00a0<\/p>\n

A guy named Bob Cross, identified as the "architect of Coke\u2019s juice model," says Black Book "requires analyzing up to 1 quintillion decision variables to consistently deliver the optimal blend, despite the whims of Mother Nature." These variables include more than 600 individually identifiable flavors possible in orange juice.\u00a0<\/p>\n

The company uses satellite imaging to tell growers when to pick the oranges in order to deliver the needed flavor compounds demanded by Black Book.\u00a0<\/p>\n

After the juice is squeezed by factory machines, and pulp, oil and peel are removed, the juice is "flash-pasteurized," then piped into giant tanks where they’ll be held for up to eight months.\u00a0<\/p>\n

After eight months, the juice isn’t fresh, but freshness is simulated by storing it under a cloud of nitrogen that prevents oxygen from interacting with the juice and allowing it to spoil.\u00a0<\/p>\n

The juice is kept around for so long so it can be blended with juice of different ages and harvests to achieve the consistent, pre-determined flavor.\u00a0<\/p>\n

Before bottling, an orange juice "air traffic control center" enables technicians using Black Book to blend various juices.\u00a0<\/p>\n

The juice is transported 1.2 miles from the orange processing facility to the packaging plant in an underground pipeline.\u00a0<\/p>\n

The juice is bottled in a container with a green lid, and a label that shows the picture of a fresh orange over the words "not from concentrate."\u00a0<\/p>\n

One of the three varieties of Simply Orange is called "grove made," suggesting falsely that it’s squeezed at the site of an orchard, bottled fresh and shipped quickly to stores.\u00a0<\/p>\n

In nearly all these innovative processing systems, a "food" has been improved and optimized as a product for sale in the marketplace in ways that degrades it as a food.\u00a0<\/p>\n

Most of the high-tech interventions are designed to eliminate variety in flavor, texture, color and so on, which is a fundamental attribute of natural food.\u00a0<\/p>\n

Here’s a summary of the attributes of industrial food production exhibited by Simply Orange juice, according to the BloombergBusinessweek investigation.\u00a0<\/p>\n

1. The manipulation of natural food variety to eliminate that variety.\u00a0<\/p>\n

2. The "embalming" of food and the intervention in the decomposition process to simulate freshness in old food.\u00a0<\/p>\n

3. The combination of massive quantities of foods so that a single bottle may contain juice from thousands or even hundreds of thousands of oranges.\u00a0<\/p>\n

4. Pasteurization and semi-sterilization, eliminating the opportunity to obtain health-boosting micro-flora from the environment.\u00a0<\/p>\n

5. Greenwashing and farmwashing, the use of colors, pictures and words to instill in the minds of consumers naturalness, farm-freshness and wholesomeness, when the actual food inside is the opposite of what the consumer is choosing the product for.\u00a0<\/p>\n

In general, however, industrial food processing involves the optimization of the product (lower price, long shelf life, consistent flavor and so on.) at the expense of food variety, freshness and quality.\u00a0<\/p>\n

http:\/\/www.businessweek.com\/articles\/2013-01-31\/coke-engineers-its-orange-juice-with-an-algorithm<\/a><\/p><\/blockquote>\n

Import\u00e9 de Google+<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Google+ reshared post Our definition of industrial food is any food that has been modified to make it a better product, but not a better food.\u00a0 BloombergBusinessweek recently wrote a nice piece about some of the known information about how … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1183","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=\/wp\/v2\/posts\/1183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1183"}],"version-history":[{"count":2,"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=\/wp\/v2\/posts\/1183\/revisions"}],"predecessor-version":[{"id":1185,"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=\/wp\/v2\/posts\/1183\/revisions\/1185"}],"wp:attachment":[{"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.carlrobitaille.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}